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SUMMARY:Targeted Branding\, Price Competition and Consumer Data [1] - Lynn
 e Pepall
DTSTART:20190502T110000Z
DTEND:20190502T120000Z
UID:TALK122701@talks.cam.ac.uk
CONTACT:Emily Brown
DESCRIPTION:The extensive data on consumer preferences that has been facil
 itated by digital technology can also be used to reveal distinctive traits
  and personalities about a firm’s potential consumers. Understanding mor
 e about what different consumers like and value can help a firm target its
  branding strategy as well its pricing strategy. We investigate how target
 ed branding affects price competition in a spatial duopoly market. Our fin
 dings suggest that when targeted branding is valued by consumers it soften
 s competition and improves profitability\, compared to the benchmark case 
 of price discrimination. Firms have an incentive to engage in branding eve
 n though it is a costly activity and branding costs are incurred before tr
 ansactions take place. The more profitable branding strategy is when there
  are “locational advantages” to the firm in its branding\, even if tho
 se strategies are costlier.   Targeted branding leads to higher average pr
 ices being set and greater price dispersion than would be observed in the 
 benchmark case. 
LOCATION:LT1\, Cambridge Judge Business School
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